Beth Bobson wants to develop a composite measure of how employees feel about a new corporate name and logo. She uses a measure where employees note their feelings on a continuum between two extremes. The polar extremes are labeled and refer to general evaluative adjectives. Which of the following is she using?

Question

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Beth Bobson is using a semantic differential scale, which is characterized by asking respondents to rate a concept on a scale between two bipolar adjectives. This method is commonly used to measure attitudes and feelings towards a specific object or concept, such as a corporate name and logo in this case.

Beth Bobson Wants to Develop a Composite Measure of How